Business Proposal Guide 6

1‐ Variable Costs

* Opposition – The Richmond University makes a good point about acknowledging possible
obstacles the proposal may face and that the recipient of the proposal would want to know the
problems they have to face. According to Laura Leave, author of Promoting Innovation in the
Workplace: The Internal Proposal, you should take a three-step approach to this section: summary,
concession, and rebuttal. This means that the potential issue and how it may arise should be
explained. Then, you must justify why the benefits of the project can “outweigh any opposition that
faces it.”

* Conclusion – The benefits of the proposal are reiterated here. This should tell them what you want
them to do, and this is known as call to action in marketing. You can identify a “deadline” in your
request and explain why this is an ideal time to convince the readers about what they should comply.

* Appendices – This lists the details and studies used in your document or additional materials that
support it. Here’s an example of list from Rockford:

• Brochures and advertising materials

• Industry studies
• Blueprints and plans
• Maps and photos of location
• Magazine or other articles
• Detailed lists of equipment owned or to be purchased
• Copies of leases and contracts
• Letters of support from future customers
• Any other materials needed to support the assumptions in this plan
• Market research studies
• List of assets available as collateral for a loan

The Principles of Persuasion

Alice N.T. Reid of the Delaware Technical and Community College, in her article, stresses that the
general purpose of any proposal is to persuade the readers to do something and then offers a plan to
fill a need.

The Community Tool Box, an educational resource program by the University of Kansas, lists the
Principles of Persuasion and here are some of them:

1. Know Your Facts. After gathering substantial research, you must be able to deliver it in “a level-
headed, non-condescending, but also not-overly-humble way.”
2. Know Your Audience. Design your arguments specifically for them.

3. Express the similarities between you and your audience. Determine your common values, beliefs,
and experiences.

4. Get to the Point. You should be able to deliver your main points concisely because time may be
precious for your audience.

5. Maximize the Benefits. Identify those with the greatest appeal to your audience.

6. Call for Action. Make it clear, simple, and feasible.

The last but definitely the most important one is Commitment to the Duty. This will validate the
effectiveness of the Business Proposal…and maybe land you a couple of referrals and more
business.